Cruzan Rum: Legendary Rum of St. Croix, Judge

The locals on St.Croix have a saying: Never judge a bar by its cover.

In a world full of liquor brands without a history, the Legendary Rum of St. Croix campaign uses 240 years of island legends, heritage and imagery to remind consumers that Cruzan is an authentic, premium rum. To create a mystique around Cruzan Rum by romanticizing the islanders’ long history of making rum, drinking rum and embracing the true rum lifestyle.

Advertising Agency: Fallon Minneapolis, USA
Creative Directors: Dave Damman
Copywriter: Dean Buckhorn
Manager of Art Buying: Dave Lewis
Art Buyers: Kerri Jamison, Jennifer David
Production Company: Mason Vickers
Photographer: Nadav Kander
Representation: Stockland Martel
Producer: Tom Mason
Retoucher: Kander Studios
Published: July 2009

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10 comments

sirvan's picture
sirvan
29870 pencils

Bad line.

+++

"I love some things, and don't love some other things."

Guest's picture
Guest

dont get this one at all

rolling.stone's picture
rolling.stone
2740 pencils

Averagely good enough campaign

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~ Quite obviously, I have gathered no moss ! ~

Jon-Paul Mountford's picture
Jon-Paul Mountford
889 pencils

one of the two best one's of this set.
the branding colours really punch through on this one

Guest's picture
Guest

the best of the three - the quality of a bar, is in the rum they sell

daniel ieraci's picture
daniel ieraci
333 pencils

The rest of the campaign doesn't really do anything for me but this piece feels at least a little bit more engaging.

pindaro's picture
pindaro
526 pencils

the best of the set

Guest's picture
Guest

I like the art direction, but the logo on all them I feel it's tad too big, in relation to the focal point.

Guest's picture
Guest

why is the boat fuzzy?

Guest's picture
Guest

because it's floating !!

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